London's universities are moving closer together, with plans for a joint advertising campaign and the possibility of more institutions joining the ranks of the University of London.
The capital's 40 universities and colleges are uniting to promote a "Study London" campaign.
The £500,000 campaign, part-funded by the London Development Agency, will add to the efforts of the British Council. A third of overseas students in the UK already study in London.
Jane Glanville, of the London Higher Education Consortium, said: "Whatever you want to study and whatever type of environment you want to be in, London has it. We have everything from the biggest universities to small specialist schools."
The LHEC this week moved into premises at Senate House, home to the University of London.
Graham Zellick, who will step down next month after six years as vice-chancellor, told The THES that the university wanted to expand further. However, it was unlikely to take all universities in London into membership.
He said: "We are looking for other institutions that are positioned in the same part of the spectrum. I'm not an exclusivist - I am not saying that we should have nothing to do with post-1992 institutions - but we would lose coherence if we enlarged the concept of which institutions are part of the university."